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The YellowPapers Series
IntroducingSocialCreativity
Creating content which connects people with peopleas well as people with brands
Introduction
Tim Berners-Lee originally envisionedthe world wide web as a means orscientists to link to one another’sresearch documents. But pretty soonwe were all using it. And, once we did,it wasn’t or anything quite so high-minded as scientic research.Instead, when we should havebeen hard at work, we all weresending each other clips o laughingbabies, Mentos in Coke bottles andchimpanzees sticking their ngers uptheir bottoms. It quickly became clearthat we liked sharing things. Passingstu on. We typed little commentsunderneath too. Building on theoriginal content. Adding something o ourselves. We were getting to gripswith a whole new medium.
Introducing Social CreativityThe YellowPaper Series2
Suddenly, sharinghas become whatwe do.I share,thereore I am.
It wasn’t like television, where wesimply sat politely and consumed whatwe were given. It was a plural medium,where we could create and sharecontent with our riends. Suddenly,sharing has become what we do. Ishare, thereore I am.Social media has overtaken porn asthe number one activity on the net. I Facebook were a country it would bethe third largest in the world. Usersare sharing 25 billion items with eachother every month. But is all this justharmless un or bored oce workersand time-rich teenagers, or is theresome application or this socialphenomena? Could it actually have aneect upon our behavior? The evidence suggests it can.
Introducing Social CreativityThe YellowPaper Series3
In
‘Connected: The Amazing Power of Social Networks and How They Shape Our Lives,’
Christakis andFowler analyze how behaviorsand moods can spread through apopulation. Dierent behavior, likedierent viruses, spreads accordingto dierent patterns. So, or example,obesity tends to be transmittedthrough same-sex riends. I you haveoverweight riends then you are morelikely to be overweight as well – itbecomes the social norm. Smokingis more likely to spread across thesexes. All this strongly suggeststhat i we want to eect a change inan individual’s behavior, we need tostart by understanding the nature o
Lucy Jameson
is the Executive Strategy Director at DDB London. Sheis responsible or turning the 30 or so planners working at the ‘home o planning’ into one collective planning brain. Additionally, she is co-chair o DDBWorldwide’s Planning Futures Group.
Bob Scarpelli
is the Chairman and Chie Creative Ocer o DDB Worldwide andhas created some o the most iconic, talked-about and awarded creative workaround the globe. A passionate believer in “TalkValue” he, in act, trademarkedthe term. Inspiring ideas and creative business solutions that transcendadvertising to become part o popular culture is at the heart o Bob’s vision or hisclients and or DDB, where the core belie is that
creativity is the most powerful force in business.
their social networks. Approachesaimed at groups are more likely to beeective than ones that simply ocuson individuals.Recent research in a dierent eld– neuroscience – is also sheddingnew light on how humans connect,empathize and imitate each other.Giacomo Rizzollati and his team inParma were the rst to discover whatthey call mirror neurons in monkeys.Regular motor neurons re up when amonkey perorms a specic behaviorlike grasping or ood. But mirrorneurons re up in exactly the sameway when the monkey sees anothermonkey perorming the action.Many neuroscientists believe the samemirror neurons exist in humans. Anytime you watch someone else doingsomething, mirror neurons re in yourbrain, allowing you to ‘read’ another’sintentions and copy complex behaviorvery easily. VS Ramachandran claimsthe development o mirror neurons inthe human brain was the evolutionaryactor which suddenly allowedcomplex behaviors like lighting resand using tools to spread so quicklythrough early human society around75,000 years ago.I he’s right, then it’s clear that we haveindeed, evolved to copy. Our brainsare more ‘social’ than western thoughthas historically suggested or allowed.
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